Thank you for the question. I absolutely think that it is due to a couple of things. One, so yes, the Beyond 4 platform, if you look, for example, at the two-pack burger in certain grocers, you do see a pretty sizable expansion of velocity. And we think that's attributable to the entire Beyond 4 narrative and ingredients and positioning and certifications and endorsements from nutritionists, dietitians, doctors, national health institutions, things like that. So I do think that's working. I think it's also one of the reasons that you're seeing that kind of favorable elasticity in retail. And I think it's also helping the category. This is something that needed to be done. We were faced with a pretty big crisis, which is the products that we were developing and producing for reasons of human health and climate, et cetera. We're denigrated heavily by a competing campaign against a category. And we faced a choice, as I've talked to those before, do we sort of proclaim our innocence or do we just say, we're going to make our health proposition even stronger. And we really moved the product from the kind of relative health positioning, vis-a-vis meet 35% less saturated fat, stuff like that. It's much more of an absolute offering from a health perspective where it's now 75% less saturated fat, but that saturated fat coming from avocado oil, which is widely recognized as being kind of a heart-healthy oil in the right amounts. And so, it's where we're headed as a brand. It's the right thing to do. Consumers like it. And I think the big thing is people will say, oh, well, you can't expect to grow just by making the products even healthier. They've got to taste great. And to us, we sort of just -- I hear that, and it's sort of like, yes, and then what? Of course, We're a food company. Our products have to taste great. And so we always test them. Are we improving the taste? And if the taste is in any way taking a step backwards as we make the products even healthier, we don't release it. And so that's why we have this amazing research and development center. That's why we have so many folks that are so talented at taking the molecules and ingredients from plants and creating the sensory experience of muscle or animal protein.